Sacramento’s Farm-to-Fork Festival

Legends of Wine

Hayley Swanger, Karla Renteria, Pedro Flores

Branden Peters, Rodney Rounds

Table Of Contents
Criteria............................................................................................................................1
Introduction..........................................................................................................1
Overview of Evaluation.......................................................................................1
Mission statement for the organization.................................................................1
Purpose Statement.................................................................................................1
Objectives..............................................................................................................2
Timing for Evaluation...........................................................................................2
Sample Population................................................................................................2
Stakeholders..........................................................................................................3
Evaluators.............................................................................................................3
Methods..........................................................................................................................4
Method.................................................................................................................4
Additional Methods..............................................................................................4
Sampling Technique.............................................................................................4
Administration of Survey.....................................................................................5
Survey.............................................................................................................................6
Results...........................................................................................................................10
Conclusions...................................................................................................................15
Conclusion..........................................................................................................15
Recommendations.........................................................................................................16
Recommendation................................................................................................16
References.....................................................................................................................17

Evaluation Criteria
Introduction
● Name of Organization: Legends of Wine
● Type of Organization: Tourism
● Type of Service/Product Provided: Wine Tasting Event
 ● Populations Served: Adults 21+
● Position within the Organization: Event Coordinator
● Responsibilities at this Position: Event Coordinator is responsible for the planning,
organization, and coordination of all winery stations, as well as with any local restaurants
in attendance.
Overview of Evaluation
Sacramento’s Farm-to-Fork: Legends of
wine provides a chance for people to taste
some of the best wines of the region,
amazing food and gain some agricultural
knowledge. For the purpose of this
evaluation we will be looking at the wide
selection of approximately 40 wineries and
the diverse assortment of cheese to better
suit consumer needs for the following year.

The mission of Legends of Wine is

to strengthen the positive awareness of the
regional wineries. As well as to increase revenues and stimulate economic development and
growth for the community.

Purpose Statement
The purpose of this evaluation is to determine if the City of Sacramento’s Visit Sacramento:
Legends of Wine programming provides service to it’s participants and surrounding community
that aligns with the department’s mission.

Objectives of Evaluation
1. To identify if the City of Sacramento’s Visit Sacramento: Legends of Wine program has
provided participants the opportunity for a healthy community through positive experiences.
2. To identify if Legends of Wine has provided participants the opportunity for a safe and
knowledgeable tour.
3. To identify if Legends of Wine has provided participants the opportunity for a better
understanding of local wines and wineries.

Timing of Evaluation
Summative: To evaluate the participants knowledge gained on
different wineries and how to pair wine with food by the end of
the event. This evaluation will see if the participants have
developed or mastered the skill of pairing food and multiple
different types of wine, while enjoying the evening overall.

Area of Evaluation
The area of evaluation chosen to be examined is the City of
Sacramento’s tourism agency Visit Sacramento, specifically in the
Legends of Wine Tourism area. The program will be evaluated to
determine if the participants are given programming that aligns
with the department’s mission. Feedback from the sample population will help to determine
areas that need improvement during programming.

Sample Population
This evaluation will include participants both local and tourist, that are in attendance to the
Legends of Wine event. The only stipulation is that all participants that will be surveyed, are over
the age of 21. This will help us tailor the services offered at Legends of Wine to better suit
participant needs for events in the future.
Stakeholders
The results of this evaluation are beneficial to local Sacramento residents, tourists visiting
Sacramento, regional wineries and both current and potential future attendees to the Legends of
Wine festival. The feedback received from our evaluation will allow for improvements to the
services offered at the Legends of Wine event, which will in turn provide valuable information
for all participants and parties involved.

Evaluators
The Event Coordinator will be leading the evaluation of services at the Legends of Wine festival.
The coordinator is responsible for the creation and implementation of evaluation techniques with
collaboration from owners and liaisons with each of the wineries in attendance. This evaluation
will be conducted on a sample population of voluntary participants among Low attendees.
 Evaluation Method

Method

The reason we chose to do a survey/questionnaire for our event is because this method is
commonly used in evaluation of recreation programs/services. Its descriptive method provides a
person information about their own thoughts and feelings, which leaves us room to decide on
either making our questions open-ended or close-ended. Our survey/questionnaire will be given
to our participants individually 24-48 hours after the event. An example of our open-ended
question might be, “Tell me about an activity you participated while at Legends of wine”. An
example of a closed-ended question can be “Did you enjoy this event? [Yes/No]”.

Additional Methods

In follow up of the original survey/ questionnaire, additional evaluation will be constructed

through observations and interviews of the staff and volunteers. By doing this, a more in-depth
and well-rounded evaluation can be made. The evaluation will be done by asking verbal
questions on-site, and the answers will be written down by the evaluator. Also, a second-hand
questionnaire will be available to those who aren’t available for questioning at the moment but
are willing to fill out the questions at another time and return it to the evaluator. The questions
will be similar to those asked in person. The observations will be made through watching
participant behavior and involvement with the program along with the socializing aspect between
the participants and assistants.

Sampling Technique

The sampling technique that will be utilized for this survey is Systematic Random Sampling. We
chose this sampling method because we are servicing a high volume of participants for this
event, systematic sampling makes the process for distributing the survey easier. The surveys will
be administered at random to every 3rd participant that signed in attendance at Legends of Wine,
going in sequential order. Each participant will sign in to the event, qualifying them for entry
into the systematic random sampling to decide who will be emailed our event surveys.

Administration of Survey

The survey will be administered via email. We

will have the participants email information from
the online registration. Administering through
email provides the participants with an easy access
and submission process for our follow up survey.
This process also allows for our survey’s data to
be recorded easily for future references.
 Survey
#_____

Here at Legends of Wine, we are dedicated to providing you with a high class opportunity to
discover curated wine choices paired with the best local food from Sacramento’s farm-to-fork
cuisine. To ensure that our event can grow, we ask that you fill out this 5-10 minute survey about
your experience with us at LoW. All of the information in this survey will remain confidential
and anonymous. Results will only be viewed by our team of evaluators. Thank you for your
participation.

1.Had you heard about Legends of Wine before coming to this event?

____Yes ____No

2. Legends of Wine strives to provide people with the opportunity to learn about wine, while
enjoying exquisite food and the company of family and friends . Based on your experience
attending our event, please rate your response about your current perception of Legends of Wine
with 5 being strongly agree, and 1 being strongly disagree. Please circle one.

Strongly Agree Neutral Disagree Strongly

Agree Disagree

Legends of Wine 5 4 3 2 1
was a positive
experience for me

My level of wine 5 4 3 2 1
knowledge
increased from this
event

The event staff was 5 4 3 2 1

knowledgeable and
friendly

The wine 5 4 3 2 1
representatives
were
knowledgeable and
friendly

The event was well- 5 4 3 2 1

organized
This event was 5 4 3 2 1
affordable

I would recommend 5 4 3 2 1
this event to a
friend or family
member

I would come back 5 4 3 2 1

to this event again

3. Here at Legends of Wine we try to provide a family feeling to all persons on our tour. Based
on your perception of our tour please check all responses that apply.
__ I felt comfortable
__ I felt included
__ I was pushed outside of my comfort zone
__ I feel more knowledgeable about the wines
__ I enjoyed the tour
__ I met someone new
__ I have more knowledge about tasting and pairing wines and foods

4. Legends of Wine works to provide cultural exposure to different local wineries. After this
event, use your experience to rank which wineries in attendance had the best quality service,
with 1 being the worst, and 6 being the best service.
__ Michael David Winery
__ Renaissance Winery
__ Rendez-vous Winery
__ Miraflores Winery
__ Scribner Bend Vineyards
__ Eberle Winery

5. Did you learn something new about wines during our tour?
____Yes ____No

If Yes, please use the space below to tell us what you learned?

______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
6. What part of The Legends of Wine had the most impact on you? (i.e., knowledge learned
about wine, people you met, scenery) Please write your answer in the space below.

______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________

Please answer the following demographic questions:

7. Do you identify as:
❏ Male
❏ Female
❏ Gender Non-Conforming

8. Are you a member of a low-income household/family?

Yes___ No___

9. How old are you?

❏ 21-25
❏ 26-39
❏ 40-59
❏ 60+

10. What is your racial identity?

● ❏ Black/African-American
● ❏ White
● ❏ Hispanic
● ❏ Asian
● ❏ Pacific Islander
● ❏ Indigenous American
● ❏ Mixed Race
● ❏ Other
Please specify:_______________________
 Results

There was a total of 50 participants who were surveyed at the Legends of Wine event. The
surveyed population consisted of 24 (48%) males, 21 (42%) females and 5 (10%) gender non-
conforming. The ages of the participants who were survey were the ages of 21-25 (28%), 26-39
(28%) which ties for the most representative age group in this population. The least represented
participants belong to the age group of people 40-59 (24%) and 60+ (20%). The highest ethnicity
represented were White (34%) with the least represented ethnicity being the category of Other
(4%). A majority of participants were not members of a low-income household with only 19
(38%) participants claiming to be apart of this class. The results at the end of the survey reveals
the demographics of the participants who completed the survey for the Legends of Wine (Table
1).

Table 1: Demographics

Variable Description Frequency Percent

Gender: Male 24 48%

Female 21 42%

Non-comforming 5 10%

Age: 21-25 14 28%

26-39 14 28%

40-59 12 24%

60+ 10 20%

Ethnicity: African American 7 14%

White 17 34%

Hispanic 5 10%

Asian 8 16%

Pacific Islander 4 8%

Indigenous American 4 8%

Mixed Race 3 6%
 Other 2 4%

The survey began with an opening question to determine the guest’s satisfaction here at Legends
of Wine. After participants completed the survey these were calculated results that were
answered. A little over half had answered with 52% said they had heard of Legends of Wine
before registering for this event, while a close 48%% said they had not heard of Legends of Wine
before registering for this event (Figure 1).

Figure 1: Prior Knowledge

Participants were asked to review seven statements and select the appropriate choice that they
felt that related to their experiences and feelings while attending Legends of Wine. The highest
was I felt comfortable with 40 participants choosing this one and the least selected response
choice was I was pushed outside of my comfort zone with only 25 participants selecting this.
(Figure 2)
Figure 2: Feelings Towards Legends of Wine

Survey participants were asked to rate their levels of positive experiences while on our tour: (1)
overall experience for that participant, (2) knowledge of wine after tour, (3) event staff
knowledge and friendliness, (4) wine representatives knowledge and friendliness, (5) event was
well-organized, (6) affordability, (7) recommend to someone else.The levels of responses varied
from 1-Strongly Disagree to 5-Strongly Agree. Results (Table 2) show the overall average score
for all positive experience responses was 3.78. The lowest average score received was 3.32,
which was for the participants knowledge of wine increasing because of this event. The highest
average score was 5, and that was based on the participants' responses to the event being a
positive experience for them (Table 2).

Table 2: Positive Experience Responses

Positive Experience Responses Average

Legends of Wine was a positive experience for me 5

 My level of wine knowledge increased from this event 3.32

The event staff was knowledgeable and friendly 3.58

The wine representatives were knowledgeable and friendly 3.74

The event was well-organized 3.9

This event was affordable 3.36

I would recommend this event to a friend or family member 3.74

I would come back to this event again 3.72

Participants were asked to rank the five wineries in attendance at Legends of Wine based on
which one had the highest quality of service. Participants were asked to rate the wineries on a
scale of 1 to 6, with 1 being the winery with the lowest quality service and 6 being the winery
with the highest. The winery with the highest quality of service was Rendez-vous Winery with an
average of 3.86. The winery with the lowest quality of service was Eberle Winery with an
average of 3.04. (See Figure 3)

Figure 3: Winery Quality of Service

 Conclusion

Conclusions
The purpose of this evaluation is to determine if the City of Sacramento’s Visit Sacramento:
Legends of Wine programming provides service to it’s participants and surrounding community
that aligns with the department’s mission. We have distributed surveys evaluating the program’s
effectiveness in working towards the mission statement to fifty participants.

From this evaluation we observed that most areas of the event are aligned well with the mission
and objectives of the Sacramento Farm-
to-Fork program, although, there are
areas in need of some improvements.

Respondents of the survey rated their

feelings towards the Legends of Wine
tasting tour. The highest score was about
the participants feeling comfortable at the
event, with 40 participants choosing this
one and the least selected response
choice was about participants being
pushed outside of their comfort zone
with only 25 participants selecting this. This event was facilitated by the Legends of Wine
guides, as well as multiple members from each local winery that took part in the tasting. This
was to maximize the participants ability to gain some knowledge about the local wines and
wineries. With that being said, the event staff being a good source for knowledge on wines
scored within the upper echelon of ratings for this survey.

In addition, respondents were asked to rate their levels of positive experiences while on the
Legends of Wine tasting tour. The highest rated responses regarding positive experiences were in
correlation with the event itself being a positive experience for the participants, and about the
well the event was organized. The lowest rated responses were the participants knowledge of
wines in the area increasing after the event, as well as the affordability of the event. Although
these responses were lower, they were not exceptionally low compared to the other scores from
this survey. The events affordability is a cause for concern. If the ticket price for the event was
lower, more of the community could attend.

Finally, participants were asked to rank the six wineries in attendance at Legends of Wine based
on which one had the best quality of service. Overall, all six of the wineries scores were fairly
similar. The highest being Rendez-Vous Winery, and the lowest being Eberle Winery. Although
Eberle Winery received the lowest score, their score in relation to the other wineries was not
significant enough to lower the success of the overall event.

To conclude, Legends of Wines tasting tour did a good job in meeting the standards set
by the Sacramento Farm-to-Fork mission statement. Although there are improvements to be
made in each area, it is essential to endorse the overall event a success based on positive
feedback provided by the participants directly involved.
 Recommendations
Recommendation

Due to the conclusions drawn from our results of the program evaluations, there are a few
recommendations that can be made to better fit our mission statement,

The mission of Legends of Wine is to strengthen the positive awareness of the regional wineries.
As well as to increase revenues and stimulate economic development and growth for the
community. (Legends of Wine).

First, One of the least rated responses was that the participants left the event with little
knowledge of wineries in the area. One way to ensure we inform the participants of local
wineries is to have local business attend the event. In having these local business at the event,
they can set up booths and have pamphlets, business cards and even bring samples of wine for
the participants. The participants can get informed firsthand from their local wineries.

The second recommendation for the event is to make it more affordable to give more of an
opportunity to people of all social classes a chance to experience the community that Legends of
Wine has created. In order to make this possible, we can bring the price of $60 down to $40. It is
important to us at Legends of wine that we accommodate to everyone to be inclusive and fair.
We strive to make our community feel comfortable, participants have expressed their
comfortbality at our previous events. It's important that our participants know that we care and
listen to what they have to say.

Lastly, we understand that because there is an age requirement in order to attend our event, that
does become an issue with people who would love to attend but can't because they have kids
who aren't of age. Taking this into consideration, we can have a designated area for people who
are under the age 21. In this area they will have an opportunity to relax and hangout. This can be
an opportunity to bring positive awareness and education on wine and wineries.

To conclude, the following recommendations are aimed to make the experience for the
participants go from having a good time to a great time. We take pride in our event and the
community that has formed. What the participants have to say is important.

References
Legends of Wine – Farm-to-Fork Festival. (n.d.). Retrieved October 7, 2019, from
https://www.farmtofork.com/events/legends-of-wine/